Advanced PPC for E-Commerce Websites (Presentation)

Advanced E-Commerce PPC

Last week I had the pleasure of giving a presentation to a local group of e-commerce companies and marketers on the topic of Intermediate and Advanced PPC tactics, how to get better at managing your PPC accounts, and tips for working better with PPC agencies.
While my talk focused mostly on tactics for Google AdWords, much of the information is valuable across all Paid Search platforms.

Intermediate and Advanced E-Commerce PPC Tactics

The presentation starts off talking about PPC tactics that have come out in the past 1-2 years that help make paid search better in an e-commerce environment. Maybe you know about these already, but many people are not utilizing them. You can experience great results if you implement:

Sitelinks Extensions

Ratings Extensions

Product Extensions

Self Management Tips

For those managing campaigns themselves, I provided a better understanding of how you can better manage your campaigns. Simple tips include:

Utilizing keyword match types

Negative Keywords

CPA Bidding

Integrating with Google Analytics

Checking your Quality Scores

Investing in Landing Pages

Bid Management

Last, I did a two part focus on how companies can get along better with their agencies. I combined items that should be done by both an agency and the e-commerce company.

What makes a good PPC Agency?

Separates out reporting of Brand and Non-Brand keyword performance

Provides fully loaded costs in reporting

Wary of charging based on % of spend due to wrong incentives

Focuses on promoting your best and most unique products

Understands your business needs

Has industry or category experience (although you shouldn’t overvalue this)

What makes a good PPC Client?

Can create new landing pages easily

Understands their product inventory and availability

Adds new products regularly

Understands the demand for new products

Offers unique and differentiated products

Has a test and learn budget

Has clear business objectives

Clearly defines campaign goals

Understands how long it takes for an account to reach maturity

Knows the nuances between metrics online and offline

What did I miss?

While this presentation was meant to be thought provoking and to the point, the talk actually lasted over two and a half hours including questions and answers.

Jeff Sauer is an independent Digital Marketing Consultant, Speaker and Teacher based out of San Francisco, CA.

mike

As an advertiser, one of the coolest features now availabe on PPC ads to mobile devices is the Click-to-Call feature. Now you can generate inbound lead calls to your business and all prospects have to do is click one button on their phone when they see your ad. Once you’ve got it setup, all you have to do is optimize your ads to generate increasingly more calls. You can actually even track calls, but that’s technical. If you’re interested in that, I recommend you call Simon who will at least get you a free audit on your PPC campaign to help you improve results. His number is 302-401-4478.

About Depth of Knowledge by Jeffalytics

Jeff Sauer is a Digital Marketing Consultant, Speaker and Teacher based out of San Francisco, CA.

Don't be a Dinosaur!

Sign up to receive 25-50 valuable resources, tools and insights 1x a month.